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Oh, I don't know, putting labels on things can be very effective for general public awareness. Plenty of people using Instagram never think about these kinds of things, it's just not part of their normal concerns. The notifications might be an annoyance, but they will also start a lot of conversations between people that would not have happened otherwise, conversations that will turn into "wait, why do we let this company do this kind of thing at all?" and "hmm, if they do stuff like this, do I really need Instagram?"